How to Use Facebook Graph Search For Your Business’ Benefit?

[TheChamp-Counter"]

Facebook Graph Search can be an excellent tool for small and large brands to learn more about Who their Fans are and What other things they like.

This can be a goldmine if you know how to use it. We, at Yours Socially, use Graph Search information to craft advertising messages as well as set up interest targeting (Facebook advertising).

Here is a quick graph search we run when learning Yours Socially audience.

How to Use Facebook Graph Search in Your Business? by Yours Socially

Note that we search it using one of our personal accounts. Moreover, Graph Search is only available to the American profiles so switch your language settings to USA if you are having a UK or AUS right now.

This quick search allows you to see what your audience likes outside of your business Page and also who are the competitors in your space.

Note that Facebook Graph Search is a semantic search engine. That means it tries to give you results related to the context of your search terms. It is pretty amazing, to be honest!

There’s a wealth of information to search for including company names, products or services, hashtags, comments, users, press and reviews. You can do a search on several different options to find out how your competitors are engaging with people. Are they commenting on or liking related posts? Is that interaction done via their page profile or by personal profiles from people within the company?

You can also search people, photos, pages, places, apps and events which give you an amazing overview of your followers and competitors Facebook activities.

How to Use Facebook Graph Search in Your Business? by Yours Socially  check it out

You can research other Pages’ ads content and see how many likes and shares they get.

You can also have a look into your followers’ interests to understand what they enjoy reading on Facebook. These interests might be something for you to produce your content around or perhaps your community manager could engage with people of certain interests. There are endless opportunities once you know what your audience likes and wants.

How to Use Facebook Graph Search in Your Business (especially for your advertising)? by Yours Socially

Same goes for Groups – Graph Search allows you to look into the groups your followers are members of.

It gets more interesting and more detailed. You can search by specific Page’s owners to see what their interests are.

How to Use Facebook Graph Search in Your Business (research)? by Yours Socially

You can also search by age, for example, search for Pages liked by people over the age of 25 who like Key Person of Influence or Pages liked by women, or women who live in Australia, or in Sydney or you could even search for Movies people liked, games they played, etc.

An integral part of your marketing is figuring out what your audience likes, aside from your brand, of course. Thus, knowing that information gives you new ‘excuses’ for engagement that will deeply interest your readers and followers on many fronts.

Armed with that knowledge, you can think of ways to integrate that kind of content in your campaigns. The main idea here is to engage with your customers on their home turf.

Women from Sydney, Australia who like TEDxSydney

As you can see, the opportunities are endless. Each search will give you thousands of results. It is up to you how you ‘attack’ the data and whether you implement it in your strategies or not.

Welcome to the Yours Socially Facebook Page

5 Top Social Media Engagement and Automation Myths on Facebook

[TheChamp-Counter"]

5 Top Social Media Engagement and Automation Myths on Facebook with Yours Socially

Over a number of years of working with social media I’ve noticed that although the industry has moved on to a new level, many business owners are left behind.

This is true due to the frequent industry updates. When you spend as much time on social media as someone like me, social media obsessed (in a good way of course), you start noticing many little things change every day. In fact, on average, Facebook updates something every day; it doesn’t necessarily release it to the public though.

Facebook is constantly testing and trying things – one day you see a new feature which is often gone next day. Thus, I understand why so many business owners are still behind the social media progress. It is truly difficult to keep up with their updates if your job is to grow your business, not spy on Facebook.

This is why today we’ve decided to go over the top 5 common myths around Facebook, in particular regarding engagement and automation. Why? Because these are the topics we get the most questions about and the most engagement with includes your comments, likes and feedback.

MYTH #1: Facebook is not suitable for B2B operators.

 social media discussion on Linkedin conversation on LinkedIn

We’ve published our blog post ‘Which Social Media Channel Suits Your Business?’  a few weeks ago which we distributed through our social media networks.

On LinkedIn, we got particularly many comments on this post because I shared it with a few Groups with astronomical 999,969 members. Of course, my 1,275 connections and 1,381 followers on LinkedIn were fairly helpful too. Apparently, choosing the right network is simply one of the hottest topics.

We decided to share one of the comments with you so you can see that you are not alone. Many, in fact, very many business owners tend to firmly believe that Facebook is for B2C only; that is business to customers’ operators.

There are two problems with this belief. First of all, no business is run without people and it is no longer business to customers space we live in, it is, in fact, people to people. Secondly, businesses are no longer talking at people announcing their products and services but communicating and solving problems instead. It is a both way highway. Your audience is now genuinely expecting you to help them whether it is answering their questions, buying your product or entertaining them with cats’ videos. 

Any business has a person or two behind it, sometimes a large team, sometimes even a few. As an enterprise targeting another enterprise, you are trying to appeal to people because they are the driving force and the decision makers.

The reason why cats’ videos and memes get shared and liked so much is because people come to Facebook to hang out. Sometimes these people happen to run a small business or a global enterprise.

EXAMPLE.

A small example you can probably relate to is one of our clients’ Facebook updates which drove 14 comments within first 10 minutes or so.

We shared an image of a new green Coca Cola can asking followers to share what they thought of the ‘healthy’ option. The news was timely, it was in public interest and it was trending on social media at the moment. Although our client is a financial planner, not a soft drink expert or a personal trainer, they received such great feedback because this is what people were talking about at the moment. Let me add that everyone who commented were within the client’s targeted audience.

Lumix Coca Cola Facebook discussion blog post

This is a good example of people being people who are interested in people’s stuff like current affairs, news, health, wealth, their families etc. That said, we don’t encourage you to share every single news or post something of public interest but contradicting with your brand. Keep your content relevant but allow yourself to be a human.

MYTH#2: Conservative brands play conservative on Facebook.  

5 Top Social Media Engagement and Automation Myths on Facebook

This is particularly common among financial planners, mortgage brokers, law firm and sometimes builders. This is so common because these are generally perceived as ‘conservative’ and ‘serious’ industries only talking about ‘serious stuff’.

Guess what, readers often get bored of this ‘serious’ content and they don’t want to know the latest accounting updates (unless you are an accounting updates publisher) but they want final results. This is important!

It comes as a surprise to many; however think about your own behavior. When you are accessing your website back end to publish a blog post or check your analytics, do you really care about all the fascinating technical processes that support your website? Do you really want to know what piece of code went were to make your website work? No, not really. What you want is the end result – the well-functioning website converting your visitors into your customers. Am I right? Or am I right? :)

Moreover, while everyone else is thinking that ‘serious’ is the way to be, you have a competitive advantage of being different.

Don’t get me wrong, we are not trying to persuade you to be outrageous or post endless cats videos. However, we encourage you to think outside the box. In order to do so you need to have a very clear image of your target audience whenever crafting your social media messages. Know what they like, what they are passionate about and what problems they have. If you are the ‘go-to’ Facebook source you are sharing content outside of your business’ box.

MYTH#3: Scheduling updates is anti-human.

YTH#3: Scheduling updates is anti-human.

Social media automation has been under a lot of scrutiny since the beginning of automation. Yes, we get it, getting your computer to post updates for you seems to be soul-less; however it depends on how smart, or not, you are using your automation tools. Believe it or not, there is nothing wrong with getting your Facebook posts serviced to your audience in the time they want to see them.

If you have a few clones of yourself and can reply to all your incoming emails, craft your social media messages, answer phone calls, update your website, send newsletters and write business proposal at the same time then stop reading now – you probably don’t need to automate anything.

For the rest of us, we need to be very careful with our time and energy – we live every single day only once.

Automating social media is just one of your marketing tools. You need to put your ‘human’ into your content that you are posting on social media. Getting your computer to send it live is similar to using your voice mail. Thus, there is nothing anti-human in scheduling your posts.

That said, you need a human to do human tasks on social media such as engage, communicate and of course observe. Automation is anti-human only because humans shouldn’t be posting if machines can. Humans should interact and create stories.

MYTH#4: Paying for LIKEs is a waste of money. 

MYTH#4: Paying for LIKEs is a waste of money.

This is another misunderstood social media beast. Paying for fake accounts to like your Page IS a waste of money; however paying to Facebook to show your Page to highly targeted audience is gold.

Facebook advertising is segmented into a number of opportunities, one of which is Page Promotion or so known paying for likes. Facebook has been out there collecting data on all their users (we are talking billions) which they now sell to businesses through Facebook advertising. Imagine, you had your owe database of 3 billion people. Imagined? Well, this is Facebook’s database and they are allowing you to tap into it for a very small price (in comparison with traditional advertising).

MYTH#5 Posting on Facebook will make hundreds of people flock to your business. 

MYTH#5 Posting on Facebook will make hundreds of people flock to your business.

Although incredibly effective, Facebook, just like any other form of marketing, requires strategy. Random posting won’t get you anywhere. Your strategy must at least include your target audience, your content themes, all the activities planned out in advance, community management and advertising.

Facebook is not a charity organisation but a very successful business. They make money of advertising – this is why they often don’t even show your posts to all your audience, but only a portion of your readership.

From time to time, Facebook cleans up its Pages and removes likes from inactive business pages. Moreover, if you only visit your business Page once a week to post an image-free boring sales message, Facebook probably won’t show it to anyone.

CONCLUSION.

  • Drop the B2C and B2B concepts; we live in the P2P world where people operate businesses, not other way round. Craft your Facebook messages accordingly.
  • If conservative is your preferred tone of voice on Facebook its fine; however it might perform a little worse than other more lively brands so just beware of it.
  • Automation is not a dirty secret. Everyone is doing it. Nothing is wrong with it. All you need to do is to put your mind into it. That said, always have your community manager handy – automation is only one step in your Facebook marketing strategy.
  • Facebook likes advertising is incredibly effective. But don’t confuse it with buying fake social media accounts’ likes – they are useless because you cannot interact with them. Facebook likes growth, on the contrary, allows you to build relevant and active community around your brand.
  • Facebook marketing is not a magic pill or a quick fix. Just like your email marketing, traditional advertising or even networking, Facebook requires consistent effort and time.

join us on Facebook - yours socially

What Type of Content Works on Facebook?

[TheChamp-Counter"]

What Type of Content Works on Facebook?

First and foremost, people go to Facebook to hangout and check out what their friends and family had for breakfast, who said what about whom and where are everyone right now.

Therefore, in order to be noticed you need to appeal to your customers who are also Facebook users. Don’t interrupt them with your advertising but rather introduce something of value to them.

Content that works well on Facebook doesn’t necessarily work on Twitter, Instagram or LinkedIn. You need to diversify! Why? Because different networks attract different types of content consumption. That is, people view content on different channels differently. For example, Twitter is a sharp and fast channel. Instagram is almost luxurious, stunning and informative. LinkedIn is a very professional beast. You see where I am going with it.

Yours Socially: its not all about cats

Let’s have a look in more details what works on Facebook.

Post a good variety of content – come up with a few themes for your Facebook posting and vary your updates so you appear social and human.

  1. Share your blog posts on social media including crisp and eye catching images, a line or two of attention grabbing summery and a link to the blog post. This is an opportunity to share news, debunk a few industry myths, educate, group a few useful lists and educate.
  2. So known, press releases, won’t be your too frequently posted content but it is good to break your balance and inform that you have a new employee or moved offices.
  3. Videos are increasing popular types of content which are particularly loved by Facebook. Short behind the scene videos, longer testimonials, educational, funny or promotional videos are increasing well performing content on Facebook. Post your video directly to Facebook as well as on your YouTube channel if you already have one.
  4. Contests are amazing traffic generators; however require moderation and management. Contents allow you to play with your fans and expand your horizons.
  5. Quotes, designed images and infographics are made for Facebook. We, humans, are very visual and can often stare at an amazing or quirky image for hours. Otherwise, Kazimir Malevich would have never made it as an artist.
  6. Hashtags are searchable on Instagram and Twitter so you don’t need to worry about them too much on Facebook o LinkedIn.
  7. Be interesting and share stories. Facebook allows you much more characters than Twitter or LinkedIn which is there for you to tell stories. Don’t stuff it with sales messages but rather educate, entertain and amaze.

When planning your Facebook content, step into your consumers’ shoes, recall why you visit Facebook yourself and act accordingly.

Social media is social because we come here to hang out and socialize.

join us on Facebook - yours socially

Which Social Media Channel Suits Your Business?

[TheChamp-Counter"]

Which Social Media Channel Suits Your

As we all know, everyone is on Facebook nowadays. Moreover, everyone is on Twitter, Instagram, Pinterest, LinkedIn and God knows what else. In our increasingly connected society, building a social media presence is as commonplace as getting a driver’s license.

It might be tempting to follow the social media trends that are considered hot in popular culture and jump on whatever platform is being talked about the most. However how do you know which of these opportunities is the best for your company or small business? In order to answer this question we need to understand how each social media channel works and who is following it.

FACEBOOK

Let’s start with the ‘Almighty’ Facebook which is a commonly preferred network due to a number of reasons; one of which is the growing population. Facebook has 1.939 billion active users. There are 7.125 billion people on the planet. So, it is a giant data base of people at the tip of your fingers.

Facebook is an incredibly social beast which is why there are so many cats’ videos, celebrity gossips and now advertising. For an average user, Facebook represents many windows of opportunities – it is a way to learn new recipe ideas, play games, check out photos, connect with family, rant about favorite shows, and more. Facebook enables so many activities people truly enjoy. Should your business join Facebook? Yes, it should.

I almost can’t think of an industry which won’t benefit from utilizing Facebook marketing. If you think your customers aren’t on Facebook because of their age, think again. Demographic report shows that Facebook added 10.8 million adults in the 25 to 34 demographic, a growth of 32.6 percent. In the 35 to 54-year-old demographic, Facebook experienced a 41.4 percent growth, adding 16.4 million new users. This, by itself, is pretty impressive!

Moreover, don’t forget that while you might think that your audience isn’t accustomed to the online space, as time progresses, you will be behind many younger tech savvy business owners if you don’t get yourself in a digital shape.

TWITTER

The noisy Twitter simply cannot be ignored. Twitter has never disclosed its total number of registered users but mentioned 232 million active users. Although this is considered to be only a partial number, this is 232 million potential consumers. You don’t necessarily want to target them all but you definitely want to hang out with them. Should your business join Twitter? Sure, it should.

Twitter only allows you 140 characters to communicate your messages. It often pushes people to produce and share sales messages due to the limit of words. However, Twitter space is about sharp conversations, tagging each other, spilling hashtags and sharing links. If your business has promotions, discounts, events and contests to show off, Twitter is your holy ground. Otherwise, just keep it conversational and visit Twitter as frequently as you can.

INSTAGRAM

Instagram is a true queen of showing off your goodies. As of December 2014, the mainly mobile photo sharing network had reach 300 million monthly active users. 13 percent of all Internet users are on Instagram. These are impressive numbers by themselves.

Instagram is relatively easy network to grow you following on but if you do not have the time and the passion (together with the strategy), you might want to choose another channel. Should your business join Instagram? Sure, it should.

If your company sells clothes, accessories, pets, design, art, food or any other visually appetising products or services, Instagram is the place to be. Travel, fashion and food industries are flourishing on Instagram. Saying that, don’t forget that over 90 percent of the 150 million people on Instagram are under the age of 35 and 68 percent of its users are females; and it receives 544 million daily uploads. This is the place to be for the right business. The rest should utilise their time and effort somewhere else.

PINTEREST

Pinterest is a lot of fun and can be an amazing traffic driver for the right types of businesses. A study released in July 2013 revealing that the website had 70 million users worldwide with the 80 percent of them being women. Another extremely visual platform allows you to categorise things you like, include location and links to your posts and share other people’s stuff. Should your business join Pinterest? Yes, of course.

Pinterest is ideas platform which allows users to find answers to their questions. People come to Pinterest to research fashion, renovation, cooking, and more, trends to improve their lives.

Now, imagine if you are selling vintage nails or hammers, unique cooking books or fancy cocktail dresses, Pinterest is like a giant board where you can place your products on to become someone’s inspiration. Women are using Pinterest in a far more aspirational and motivational way than are men, who are more likely to use Pinterest like a visual bookmarking tool. Opportunities are there; however it depends if you are the right type of business for it.

 LINKEDIN

With 347 million users, LinkedIn has transformed our perception of networking. LinkedIn is a professional beast with a healthy balance between male and female users and average user’s age of 35 to 54. LinkedIn used to be a job search site which is no longer the case. The functionality of this space has extended into knowledge and expertise sharing and self-publishing. Should your business join LinkedIn? Yes, it should.

Although LinkedIn offers company pages features similar to Facebook pages, they are a little tricky at this point in time. Due to the professional nature of LinkedIn, growing your Company Page following is not as easy. It is a lovely idea to have a LinkedIn company page so you can list more information about your business, your employees and even share some news with your audience. However, if you are not ready to unleash some solid management guns, it might appear a little difficult to grow a good following. Saying that, nothing stops you from expanding your business’ horizons with the help of your LinkedIn personal profile and Groups.

Groups often have larger following already so it is handy to join your industry Groups and share your knowledge on regular basis. Your profile will need to be informative and easy to scan through so whoever likes your Group’s postings can always visit your personal profile learning more about you and your business.

and more

There are hundreds of different social networks including Quora, SlideShare, Tumblr and much more. Some of them would suit your business more than others. Joining many is of course a better strategy than joining none. However, due to the common lack of hands and heads, joining a few is a smarter approach.

Most of social media channels are amazing tools – they are fun to work with and they provide another window of opportunities. However, if you cannot manage them all, just stick with at least two. In order to choose the most suitable networks for your business, you need to have a good understanding of your customers. What kind of social users they are? Where do they hang out the most? How do they prefer to research? Sometimes you know for sure, sometimes you’ll need to sit down with your team or even outside professionals to work it out.

If you are still unsure which social media channels will work the best for you, we are happy to help you find the answers. 

join us on Facebook - yours socially